Adconion Direct "RTB: The Future of Cross Channel"
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Presented by Robin Zieme, VP Video & Global Media at Adconion Direct, at IAB Canada's X-Series: RTB event in May 2013.
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Adconion Direct "RTB: The Future of Cross Channel"
- 1. RTB: The Future of Cross Channel Robin Zieme – VP Global Media Tina Barnes – VP, Managing Director Adconion Canada
- 2. 300 YEARS OF MEDIA BUYING 1700s • Newspaper and magazine media buying • First direct sales
- 3. LAST 150 YEARS OF MEDIA BUYING…. 1880s-1930s • First agency buying from print and then radio 1950s • Television Spots • First TV upfronts focused on new car models 1990s • Digital media buying begins
- 4. LAST 10 YEARS OF MEDIA BUYING…. ANALYTICS AD SERVERS MOBILE DEVICES AD NETWORKS HORIZONTAL DATA SUPPLIERS VERTICAL CUSTOM AD OPERATORS DMPs & AD DATA EXCHANGES AGGREGATOR S TARGETED AD NETWORKS CREATIVE OPTIMIZATIO N YIELD OPTIMIZERS TRADING DESKS RETARGETIN G VIDEO VERIFICATIO N DSP MEDIA PLANNING SHARING DATA SOCIAL TOOLS TABLETS CONNECTED DEVICES
- 5. 10 YEARS OF AD EXCHANGES 2000-2002 • • • • Overture / Goto Patent Search marketplace $2.9BB for Engage $1.6BB for Overture SEARCH /CLICK 2003-2004 2005-2006 • Google launches Adsense • SEMs begin programmatic bidding • APIs • Exchanges created Manual Bidding • Display DISPLAY /IMPRESSION AD EX / Bidding 1.0 2008-2009 • RTB bidding starts on SDC/FOX and shortly thereafter – through appnexus RTB / THE USER
- 6. THE LAST 3 YEARS! CURRENT STATE OF EXCHANGES 2010-2012 Exchanges broken into 3 CATEGORIES
- 7. AGENCIES NEED NEW BUYING METRICS IN A WORLD OF RTB
- 8. WHAT IS SO DIFFERENT ABOUT EXCHANGE BUYING? - + 500 1 million
- 9. WHY CAN RTB BE SO EFFECTIVE? TOTAL CONVERSIONS TOTAL CONVERSIONS 250,000 SITES 125 SITES 500 SITES 1 MILLION SITES
- 10. THE EVOLUTION IS NOT LINEAR! ALL THREE SHOULD BE USED IN PARALLEL BY EXCHANGES & RTB ON DIRECT TO PUBLISHERS AD NETWORKS EXCHANGES BUYERS Sites Homepages Sponsorships Audience Demos Psychos Behaviors Re-Targeting Cookies Users Retargeting Cookies Source [2011 AMG industry estimates]
- 11. 2012 ESTIMATED STATS FOR EXCHANGES BUYING & RTB RTB TODAY: 0.5% of advertising is RTB enabled, bought and sold $3.00 TOTAL $2.70? $160 BB Average Estimated RTB CPM $2.00 [3.9% GROWTH] $1.35 $1.00 ONLINE $0.33 $26 BB [10% GROWTH] EXCHANGES $1.4 BB [50% GROWTH] 2009 2012 2015 RTB $800 MM [ESTIMATE] Source: Emarketer, Forrester, AMG Industry Interviews
- 12. WHAT DO YOU NEED TO BE GLOBAL PLAYER IN RTB?
- 13. RTB BIDDING WORKFLOW START HERE!!! COOKIE SYNCH WITH EXCHANGE REPORTING ANALYTICS INSIGHTS RECEIVE BID REQUEST BID MATCH CAMPAIGN &PREDICT BID PLACE BID WIN/LOSE Millions of times for Every BLINK! TRACK CLICKS /CONVERSIONS SERVE THE AD! WRITE BACK DATA UPDATE MODEL
- 14. IS IT MAD MEN? …….OR MATH MEN!!
- 15. Impact of NOW - A Multi-Screen World
- 16. 2005 2013
- 17. THE DAY OF THE SINGLE-SCREEN COUCH POTATO IS OVER! Consumer activity is simultaneous… are we thinking this way?
- 18. THE N TH SCREEN WILL MAKE EVERYTHING RTB!
- 19. CONSUMERS ARE LIVING IN A REAL-TIME WORLD!
- 20. 650